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@SimoAhava's Presentation from October 2014, Conversion Conference
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Advanced Form TrackingGoogle Tag Manager
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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What’s the point?
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Why track forms?
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Form engagement is rarely tracked together with web traffic
Session start
Session includes
/thankyou/ page
Session does not include
/thankyou/ page
?
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Why track forms?
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Track forms to reveal the conversion-killing monsters…
Session start
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/thankyou/ page
Session does not include
/thankyou/ page
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Why track forms?
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…and to find opportunities to optimize the entire online experience
Session start
Session includes
/thankyou/ page
Session does not include
/thankyou/ page
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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For many websites, a web form is central to
identifying and optimizing engagement goals!
Why track forms?
7 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Because agility is incredibly important to web analytics
Why track forms with Google Tag Manager?
8 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Because a complex development process is detrimental to
analytics and to capturing the subtleties of engagement
Why track forms with Google Tag Manager?
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X29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Because Google Tag Manager leverages a number of JavaScript
APIs that help you track engagement on your site
Why track forms with Google Tag Manager?
10 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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What is the biggest challenge here?
11 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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What is the biggest challenge here?
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HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegation
GTM’s form submit handler
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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What is the biggest challenge here?
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HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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What is the biggest challenge here?
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HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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What is the biggest challenge here?
15
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB
What is the biggest challenge here?
16
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB
What is the biggest challenge here?
17
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB
What is the biggest challenge here?
18
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
JS
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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What is the biggest challenge here?
19
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
JS
X
X
X
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Is engagement page- or session-scoped?
If the user returns to the form later in the session, is it an overall
success, or one abandonment and one completion?
Just what events should you track?
submit
blur
focus
change
unload
Just what elements should you track?
What are relevant fields?
Should you track validation errors?
Should you track for funnels or unique goals?
Look out for PII!
Other challenges
20 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Tracking forms with Google TagManager
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Step 1: Initiate a Form Submit Listener
22 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 1: Initiate a Form Submit Listener
23 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 1: Initiate a Form Submit Listener
24 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 1: Initiate a Form Submit Listener
25 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 2: Create tag(s) to collect submit events
26 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 2: Create tag(s) to collect submit events
27 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 2: Create tag(s) to collect submit events
28 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 2: Create tag(s) to collect submit events
29 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 2: Create tag(s) to collect submit events
30 29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 3: Use macros to parse form fields
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{{field value}}
Macro Type: Custom JavaScript
Code:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
PII ALERT!
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Step 3: Use macros to parse form fields
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{{selected option}}
Macro Type: Custom JavaScript
Code:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 3: Use macros to parse form fields
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{{checked button}}
Macro Type: Custom JavaScript
Code:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 3: Use macros to parse form fields
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{{string of checked buttons}}
Macro Type: Custom JavaScript
Code:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 3: Use macros to parse form fields
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{{array of checked buttons}}
Macro Type: Custom JavaScript
Code:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 4: Create your own listeners
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{{generic event handler}}
Macro Type: Custom JavaScript
Code:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 4: Create your own listeners
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Custom HTML Tag
Code:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Summary and further reading
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Why track forms?
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To create a story
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Why track forms?
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To create a story
To complete a story
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Why track forms?
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To create a story
To complete a story
To recognize a story
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Further reading
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www.simoahava.com/analytics/form-tracking-google-tag-manager/
www.simoahava.com/analytics/custom-event-listeners-gtm/
www.simoahava.com/analytics/dont-gtm-listeners-work/
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Further reading
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www.simoahava.com/analytics/form-tracking-google-tag-manager/
www.simoahava.com/analytics/custom-event-listeners-gtm/
www.simoahava.com/analytics/dont-gtm-listeners-work/
THANK YOU!
29 Oct 2014 | Conversion Conference, London | @SimoAhava